Connacht's collapse in their 43-10 loss to Edinburgh has been slammed by boss Pat Lam, after conceding three tries in closing stages.
Cornell Du Preez, Nick de Luca and WP Nel all went over for the hosts in the final seven minutes at Murrayfield to secure Edinburgh's first bonus point win of the season.
The Irish side had lead 10-3 at one stage after Robbie Henshaw's try was converted by Dan Parks, before the late collapse.
The defeat was Connacht's eight of the season and leaves them at the bottom of the RaboDirect Pro12, one point behind Italian side Zebre.
"Everyone has to apologise to our Connacht fans because that is not what we are about, " Lam told the Irish Times.
"We have not been like that all year and we just have to respond now.
"There is disappointment and then there is embarrassment. We should have been well clear at half time; the embarrassing part is the last 10 minutes when heads went down and there were soft tries [conceded].
"A lot was said in the dressing room - not by myself - but from some key players who have been here for a while and strong messages were said.
"But no matter what we say, it all has to come down to performance - we can train well, have all the game plans, but sport is about fronting up on the day and we didn't."
Connacht now face Toulouse in back-to-back Heineken Cup clashes over the next two weeks.